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  • March 2022
  • Teaching Note

Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery and Sandrine Crener
Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth...  View Details
Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Consumer Products Industry; Fashion Industry; Retail Industry; United States
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  • October 2021 (Revised September 2022)
  • Case

GoPro: Becoming a Subscription Hero
By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative...  View Details
Keywords: Subscription Model; Pricing; Lifestyle Brands; Value Proposition; Business Model; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; California
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  • July 2021 (Revised January 2022)
  • Case

Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results...  View Details
Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America
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  • June 2020
  • Article

Waiting to Inhale: Reducing Stigma in the Medical Cannabis Industry
By: Kisha Lashley and Timothy G. Pollock
When a new industry category is predicated on a product or activity subject to ‘‘core’’ stigma—meaning its very nature is stigmatized—the actors trying to establish it may struggle to gain the resources they need to survive and grow. To explain the process of reducing...  View Details
Keywords: Stigma; Cannabis Industry; Deviance; Public Opinion; Moral Sensibility; Health Care and Treatment
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  • September 2019 (Revised June 2021)
  • Case

Dove and Real Beauty: Building a Brand with Purpose
By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls...  View Details
Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
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  • November 2018 (Revised February 2019)
  • Case

Israel at 70: Is it Possible to (re)Brand a Country?
By: Elie Ofek and Sarah Gulick
In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry...  View Details
Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel
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  • May 2018
  • Article

Incentives for Prosocial Behavior: The Role of Reputations
By: Christine L. Exley
Do monetary incentives encourage volunteering? Or, do they introduce concerns about appearing greedy and crowd out the motivation to volunteer? Since the importance of such image concerns is normally unobserved, the answer is theoretically unclear, and corresponding...  View Details
Keywords: Incentives; Image Motivation; Volunteer; Prosocial Behavior; Altruism; Gender; Reputations; Motivation and Incentives; Behavior; Perception; Reputation
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  • November 2016
  • Case

But, It's For a Good Cause
By: Elizabeth Keenan and John Gourville
Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of...  View Details
Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability
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  • Article

National Image as a Competitive Disadvantage: The Case of the New Zealand Organic Food Industry
By: Geoffrey Jones and Simon Mowatt
This article examines why organic agriculture and food consumption developed more strongly in some countries than others between the 1970s and the 2000s. The focus is the limited growth of the New Zealand organic sector, which contrasts with countries such as Denmark,...  View Details
Keywords: Industrial Organization; Chinitz; Agglomeration; Clusters; Cities; Mines; Political Economy; FDI; Agribusiness Industry; Agriculture; Agribusiness; Entrepreneurship; Business History; Agriculture and Agribusiness Industry; Food and Beverage Industry; Retail Industry; New Zealand; Denmark
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  • October 2015 (Revised September 2016)
  • Technical Note

Flight: Now without Humans Aboard
By: Mitchell Weiss, Karim Lakhani, HT Kung and Kerry Herman
This note provides an overview of the unmanned aerial vehicles (UAVs, or drones) industry in September 2015. UAVs offered many potential applications in industries as diverse as aerial imaging and photography, agriculture, construction, infrastructure inspection and...  View Details
Keywords: Public Entrepreneurship; Drones; Entrepreneurship; Business Startups; Product Design; Research and Development; Technological Innovation; Rights; Ethics; Strategy; Transportation Networks; Market Entry and Exit; Innovation and Management; European Union; Asia; United States
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  • May 2014
  • Case

Goldman Sachs: Anchoring Standards After the Financial Crisis
By: Rajiv Lal and Lisa Mazzanti
Goldman Sachs, a longtime venerable financial institution headquartered in New York City, had a partnership culture that was known to value its clients. But when the financial crisis hit in 2008 and Goldman Sachs emerged relatively unscathed, its public image took a...  View Details
Keywords: Brand Management; Public Image; Corporate Accountability; Reputation; Standards; Financial Crisis; Brands and Branding; Banking Industry; Financial Services Industry
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  • March 2007 (Revised October 2008)
  • Case

The Vancouver 2010 Olympics
By: Anita Elberse, Catherine Anthony and Joshua Callahan
It is February 2007, exactly three years before Vancouver hosts the 2010 Winter Olympics. Judy Rogers, City Manager for the City of Vancouver and a member of the Board of Directors for Vancouver's Organizing Committee (VANOC), is keen to ensure the Games will have a...  View Details
Keywords: Globalized Markets and Industries; Social Marketing; Business and Government Relations; Business and Stakeholder Relations; Conflict and Resolution; Sports; Public Administration Industry; Public Administration Industry; Vancouver
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  • March 2007 (Revised June 2007)
  • Case

Wal-Mart, 2007
By: David B. Yoffie and Michael Slind
In 2007, Wal-Mart faced challenges to its historically high growth rate. Lagging same-store sales and setbacks overseas led the company to consider strategic shifts. Wal-Mart was the world's largest retailer, but competition had become particularly acute as the company...  View Details
Keywords: Competition; Management Practices and Processes; Rural Scope; Human Resources; Problems and Challenges; Organizational Change and Adaptation; Globalized Firms and Management; Marketing Strategy; Growth Management; Urban Scope; Retail Industry; United States
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  • January 2007 (Revised July 2007)
  • Case

Clear Channel Communications, Inc.
By: Felix Oberholzer-Gee and Carole Winkler
Discusses the rise of Clear Channel Communications, Inc. (CC) as the most important radio broadcasting company in the United States. While CC can look back on a glorious past, it faces a multitude of business issues: radio listenership is in decline, media deregulation...  View Details
Keywords: History; Media; Performance Effectiveness; Public Opinion; Business and Government Relations; Media and Broadcasting Industry; United States
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  • April 2006
  • Teaching Note

Managing a Public Image (TN)
By: Robin J. Ely
Keywords: Public Relations Industry
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  • Article

Positioning The Nation State
By: John A. Quelch and Katherine E. Jocz
Having a clear, differentiated positioning gives a country an advantage in attracting investment, business and tourism, and in building markets for its exports. Countries like Greece, Spain and Chile are successfully repositioning themselves using coordinated marketing...  View Details
Keywords: Sovereign Finance; Country; Product Positioning; Global Strategy; Government and Politics
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  • December 2004 (Revised April 2006)
  • Case

Managing a Public Image: Kevin Knight
By: Robin J. Ely and Ingrid Vargas
Kevin Knight recounts an uncomfortable situation he faced as an African-American student at Harvard Business School. Concerned with maintaining an image as a calm and rational person, he is appalled when he finds himself in a heated classroom exchange in defense of an...  View Details
Keywords: Leadership; Ethnicity; Identity; Competency and Skills; Business Education
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  • December 2004 (Revised April 2006)
  • Case

Managing a Public Image: Rob Thomas
By: Robin J. Ely and Ingrid Vargas
Rob Thomas describes some of the challenges he has faced as a white, middle-aged man who is managing director of a mid-size consulting firm where he is committed to increasing staff gender and racial diversity. Unwilling to risk the disapproval of any constituency,...  View Details
Keywords: Leadership; Age; Race; Identity; Failure; Gender; Consulting Industry
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  • December 2004 (Revised August 2005)
  • Case

Managing a Public Image: Sophie Chen
By: Robin J. Ely and Ingrid Vargas
Sophie Chen, an Asian-American MBA student at Harvard Business School, describes a professional situation in which she was unable to mentor a junior person effectively because she disapproved of the way her Asian-American mentee conformed to an ethnic stereotype....  View Details
Keywords: Leadership; Perception; Relationships; Diversity
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  • December 2004 (Revised August 2005)
  • Exercise

Orientation to the Public Image Assessment Exercise
By: Robin J. Ely
The Public Image Assessment exercise acquaints students with the ideal images they hold of themselves, the actions they engage in to convey these images, and the benefits and costs of these behaviors to themselves and to others. Social psychologists call this process...  View Details
Keywords: Reputation; Perception
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